Fuzhou City Brand Communication Present Situation And Countermeasure Research Based On The Integrated Marketing Communication Theory

With the rapid progress of urbanization movement, the importance of urban culture is increasingly on the agenda, urban development is gradually from the functional city to the culture city. In this context, the urban brand communication will undoubtedly serve as the important role of the new force, driven by a series of new urban cultural competition for the internal driving force modeling movement. Today, more and more city gradually built up the science city concept of brand communications, and has embarked on the planning and implementation of urban brand communication strategy.Fuzhou, once the ancient capital of Fujian, has the innate historical, cultural and political accumulation. However, the city status of Fuzhou is in gradual decline in recent years. Putting aside the neighboring cities Hangzhou and Guangzhou, Fujian range only, Fuzhou has no advantage at all, in danger of being marginalized. Although the problems are many, but the negative impact of Fuzhou city brand disadvantaged spread is not in doubt.Therefore, this paper will be based on the Integrated Marketing Communication Theory, and use literature analysis, quantitative and qualitative analysis, macro and micro analysis and other methods. Through analyzing the historical characteristics and real advantages of Fuzhou to understanding the basic strengths of Fuzhou city brand communication. And through analyzing the situation of Fuzhou city brand integrated marketing communication to finding the errors of Fuzhou city brand communication. Learning from the success stories of Hong Kong and Hangzhou city brand communication, and proposing concrete coping strategies for Fuzhou how to create the audience-oriented urban brand communication mode, how to refined urban brand core values, how to integrate the city brand communicators unified action, and how to integrate the city brand communication contacts.